Home / Knowledge / News / Apparel/Garments / Interactive brand engagement via SMS/URL placement on t-shirts
Interactive brand engagement via SMS/URL placement on t-shirts
Dec '09
The shirt on your back has long been used as an advertising billboard, but Chicago-based Apparel Media Group is now turning it into an engagement marketing platform that creates an emotional bond with consumers by combining demographic targeting, group sponsorships and SMS/URL interactivity. The company matches brands with groups such as college organizations, youth sports leagues and young mothers looking for sponsors to cut the costs of custom apparel. The brand receives premium real estate on the shirt to publicize its service or product, and the buyer, grateful for the price break, becomes a brand ambassador.

Brands can also include an SMS code or unique URL inviting consumers to send text messages to receive special offers or visit a campaign website, enabling t-shirts to serve as interactive mobile marketing vehicles with potential viral reach. A proprietary analytics program tracks campaign success on an individual basis as well as by geography and campaign-wide, including estimated campaign impression rates, cost per thousand impressions, and impact on the brand's website traffic.

Benefits of AMG's Interactive Apparel Advertising program include:

• Brand visibility with t-shirt wearers as roving brand advocates.
• Interactive brand engagement via SMS/URL placement on t-shirts.
• Goodwill/emotional connection created by subsidizing custom apparel costs.
• Targeting to relevant demographics through AMG's patent-pending matching program.
• ROI measurement with proprietary linked feedback tracking system.

"Custom t-shirts are inherently interactive because consumers are wearing the brand. We're using t-shirts not only as a canvas for brand messaging but as a platform for driving meaningful brand relationships - both by instilling a sense of loyalty to a brand or product and by adding interactive technology to deepen the connection," said co-CEO Amish Tolia, who founded the company with fellow Indiana University graduate Jared Golden and IU Kelley School of Business professor Gerry Hays. "It's a fresh approach to reaching a consumer audience that increasingly tends to ignore direct brand appeals like online banner ads."

Launching with College Market:

Initially, AMG is offering test programs to brands interested in tapping into the college market, leveraging the established campus relationships of AMG member company Campus Threadz that was founded by Tolia and Golden four years ago. Brands can place messaging on custom garments purchased by campus organizations in return for contributions from their advertising budget that lower the group's price per unit.

Through Campus Threadz, AMG currently can help brands reach more than 750,000 consumers aged 18 to 24 on more than 30 college campuses, including those affiliated with nearly 50 fraternities and sororities for which Campus Threadz has mark licenses. The company continues to expand to other educational institutions and also has campus media coordinators who provide feedback to sponsoring brands based on user surveys.

Must ReadView All

Apparel/Garments | On 26th Jun 2017

GSTN registration reopens

E-commerce operators and TDS (tax deducted at source) deductors can...

Textiles | On 26th Jun 2017

Expedite release of ROSL pending claims: TEA to Centre

The Tiruppur Exporters' Association (TEA) has again urged Union...

Textiles | On 26th Jun 2017

'Export promotion schemes to continue under GST regime'

The export promotion schemes will continue under GST regime, said...

Interviews View All

Md Hanifur Rahman
Aman Group

The level of understanding the job role and organisational requirements...

Anshul Sood

‘Indian footwear market is nascent and largely a trend follower’

Mukesh Agarwal & Rajesh Agarwal
Madhuram Fincap Pvt Ltd

Increasing prices and lack of demand main issues facing industry

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Robert Brunner

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


news category

Related Categories:
July 2017

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search